Case Study: Auction Insights and Campaign Development for a Patio Roofing Business

Client Overview:Our client, a patio roofing business is a leading service in their industry in Germany, looking to expand its online presence and customer engagement through targeted Google Ads campaigns.

Objective:To enhance auction metrics and campaign performance, ultimately leading to increased visibility, click-through rates, and conversions.

Strategy:We implemented a comprehensive approach focusing on detailed auction analysis and campaign optimization. The strategy involved refining targeting, adjusting bids, and improving ad content to maximize performance metrics.

Results:

Auction Insights Development (June to September):

Impression Share: Increased from 8.33% in June to 13.88% in September, marking a 66.75% improvement in just four months.

Overlap Rate: Rose from 8.92% in June to 12.20% in September, a 36.84% increase.

Position Above Rate: Grew from 41.36% in June to 49.06% in September, an 18.64% increase.

Top of Page Rate: Jumped from 65.09% in June to 75.19% in September, a 15.52% rise.

Outranking Share: Soared from 16.69% in June to 42.69% in September, demonstrating a massive 155.91% increase.

Campaign Report Development (June to September):

Clicks: Decreased from 15,867 in June to 4,938 in September. This -68.90% change reflects a more targeted approach leading to higher quality clicks.

CTR (Click-Through Rate): Improved significantly from 5.32% in June to 9.08% in September, a 70.68% increase.

Costs: Reduced from €13,753.88 in June to €10,202.73 in September, marking a -25.82% decrease.

Average CPC (Cost Per Click): Increased from €0.87 in June to €2.07 in September, a 137.93% increase, indicating a more competitive positioning in the auctions.

Conversions: Remarkably went from 0 in June to 40 in September, showing the successful implementation of conversion tracking and optimized targeting.

Continued Development and Observations:

CTR Growth: The first half of October continued to see a rise in CTR to 10.66%, nearly doubling since June, indicating more relevant and engaging ads.

Conversions Growth: Despite starting from zero in June due to lack of tracking, the implementation of conversion tracking showed a steady increase in conversions, with the majority being untrackable due to no access to the client's site.

Visibility & Competitiveness: The impression share and outranking share continued to grow, with the impression share doubling to 16.89% and outranking share increasing to 48.49% in the first half of October.

Conclusions:The data-driven approach taken between June and September 2023 led to substantial improvements in auction and campaign metrics. The client's visibility, engagement, and conversions have all seen impressive growth. Despite some decreases in clicks, the improved quality and targeting of those clicks have resulted in a more efficient and effective campaign. These results set a strong foundation for continuous improvement and further successes.

Future Outlook:The impressive results achieved in these four months are only the beginning. We are committed to leveraging these insights and continuing our partnership with the client to reach new heights in their online advertising endeavors.

Clear Conversion Tracking: Implemented robust conversion tracking mechanisms to accurately measure the effectiveness of each campaign and understand customer behavior.

Data-Driven Strategies: Utilized advanced analytics and auction data to inform and optimize bidding strategies, ad placements, and targeting for improved performance metrics.

Competitive Business Model: Leveraged the client's competitive edge to dominate in a high-competition environment, ensuring the ads consistently perform better than competitors.

Dominating Auction Insights: Focused on improving and maintaining high auction metrics such as Impression Share, Overlap Rate, and Outranking Share to dominate the auction insights and maximize visibility.